Leaf Fans
FKA
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Young Again Never Again
TBWACanada
Client - Waste Free Edmonton
Teaching Edmontonians that raking fall leaves is wrong? Tough. Getting their attention at the start of hockey season? Even tougher. So, we tapped into the one thing as strong as our love for the Oilers—our hatred for the Toronto Maple Leafs. How? By daring diehard Oilers fans to do the unthinkable: become Leaf fans.
The campaign’s first phase involved out-of-home advertising to raise eyebrows, gain earned media coverage and drive traffic to a landing page that educated Edmontonians on the environmental benefit of mulching fallen leaves into their lawns.
Client - Liberation75
Liberation75 is a not-for-profit organization dedicated to teaching the lessons of the Holocaust. They found 1/3 of North American kids think the Holocaust was exaggerated, fabricated or aren’t sure it happened. To make survivor’s stories relatable to kids, we made them young again through A.I. They retold their stories as their younger selves and became our most powerful influencers used to lobby politicians to mandate Grade 6 Holocaust education. We used videos, posters, direct mail and learning modules for teachers to reach the ultimate goal of influencing a kinder world for all people.
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